Primary and secondary research into gaming magazine demographics, potential target audience and typical consumer profile

2. Introduction
As a part of my A level course work and Target audience research I have chosen to investigate the
demographics and potential audience of the gaming industry in order to gain knowledge on how
to construct my magazine according to the consumers wishes and to find out who my potential
consumers were. I will use primary and secondary research to find out the demographics of
gamers who purchase magazine by creating my own questionnaire and analyzing the results as
well as do research online on the internet. . For my questionnaire I will use an online survey,
www.surveymonkey.com, and then critically analyze the results. I will complete my potential
audience profile through extensive secondary research on the internet. Once I have gathered all
the data that I have wanted it will later be used to aid me in constructing my own gaming
magazine using the information I have gained to make it appeal to my main potential consumer
group .

3. 70%
30%
What is your gender?
Male
Female
60%
30%
10%
What is your age?
15-18
19-30
31+
During my survey analysis the majority of the
participants were males. That’s why I will
focus my magazine design and content
towards the male gender, with the inclusion of
some female focused articles as they are still a
part of the gaming community. While looking
at this chart it is obvious that games are aimed
and played by the male audience and
therefore m marketing strategy will be aimed
at this type of audience.
After I have analyzed my survey results and
looked at my chart I have realized that the
majority of the gaming community is in their
late teen years ,15-18, and I will focus my design,
content and language towards them as they are
my target audience. I shall also have some
articles that are more mature as there still is a
18+ audience that I can appeal to as they are also
a part of the gaming consumer base.

4. 10%
10%
80%
What is your current status of
employment?
Employed
Unemployed
Attend School/University
30%
20%
50%
How often do you buy gaming
magazines?
Monthly
Every 2-3 Months
2-3 Times a Year
I have concluded that the majority of the
people who purchase gaming magazines
are still in schools and universities. As this
target audience is not financially self-
sufficient I will not make the price of my
magazine too high for them. I will also
make my magazine for informal and
relatable as the audience is still young as
they are completed their studies and are
not employed.
As I have conducted research on how often
gaming magazines come out and how often
people purchase them. Since they come out
monthly most people tend to purchase them so
or every 2-3 months. Based of my market
research I have found out that they are bought
mostly when they are released I have decided to
also publish my gaming magazine monthly as
at least half of the consumer base would
purchase it.

5. 33%
22%
28%
6%
11%
What type of articles do you like to
read?
Reviews
Previews
Gaming Lists
Old School Gaming Articles
Hardware Articles
60%20%
20%
What other types of gaming platforms would
you like gaming reviews from?
PS3/PS4
Xbox360/XboxOne
Mobile Games
After carefully analyzing the survey results I
have decide to include a large variety of
articles as the potential consumer base
expressed interest in all the types of gaming
articles. Articles about game reviews, previews
and gaming lists will be the most important
and written about content in my magazine as
the audience has expressed the most interest
in those three types of articles. Hardware
articles and old school gaming articles will
also be included but to a lesser extent.
In order to know about what type of consoles
articles I could feature I have conducted a
research to see which are the most popular. In
my research I have concluded that I should
write about games on other consoles and not
just PC games as they are popular. I would
dedicate most of the other gaming console
release to the Play Station games, and split the
rest between the Xbox and mobile games

6. 20%
30%
50%
Would you like the inclusion of mega
posters or giveaways?
Giveaways
Mega Posters
Both
10%
10%
30%
50%
What type of games would you like tips on
how to play better?
FPS
MOBA
MMORPG
Puzzle And Mystery
To encourage people to buy my magazine I
have handed out a questionnaire
wondering what type of rewards they
would appreciate. Since its expensive to
release both per issue and they are almost
equally popular I have decide to alternate
between the mega posters and special
giveaways in my issues. Doing this would
satisfy my consumers as they would get
both and would encourage higher sales on
the reward they prefer more.
I have asked which type of games the people
would prefer help on so I can focus more on
those genres and be more specific towards
my consumers wishes. I have decided that I
would dedicate this section to puzzle and
mystery genre mostly with sometimes
paragraphs about some MMORPG games. I
would not write tips for FPS an MOBA
games as the majority of my consumers are
not interested.

7. 90%
10%
Would you prefer an interactive page
where the magazine answers the
readers questions?
Yes
No
10%
20%
70%
Would you like a gaming hardware section or
an entertainment section(puzzles ,quizzes,
screenshots)?
Hardware Section
Entertainment Section
Both
After I have analyzed the results I have
gotten a very one-sided results and have
decide to incorporate and interactive
page in my magazine. Through this I
have realized that my customers want to
have more personal relations with the
magazine and that it encourages sales as
they feel important to the magazine
when they are noticed.
I have concluded that I should add both
the hardware and the entertainment
section as they have both been wanted
mutually and it would add diversity to my
gaming magazine, making it appeal to a
broader audience. The consumers have
shown interest in sections that are not
only about video games, yet still related to
them, and a diversity would prevent the
magazine from becoming monotone.

8. Target Audience Profile
This is Jeremy, a stereotypical late-teen gamer and a
member of my target audience. He is attending his last
year of high school, year 13, and he is 18 years old. He
spends most of his free time at home playing video games.
At school he enjoys hanging out with his friends during
breaks and classes such as music, science and IT. He enjoys
surfing the internet in his free time as well as going out and
playing sports with his friends. He also enjoys meeting up
with his friends online through Skype and playing online
games with them. He likes to play the newest game and
follow the latest gaming trends. Jeremy is also active within
the gaming community as he participates on forums and
runs his own gaming blog for others to read his gaming tips
and reviews. He Has his own favorite Gaming genre ,action
and FPS, He considers himself a Casual gamer as he does
not devote all of his free time to his hobby and only plays
the most popular newest releases. His favorite type of food
is junk food.
He receives his money from his parents allowances and he
spends it on video games, gaming magazines and hardware
for his PC. He either goes to nearby gaming stores to buy
his games or he orders the online.

9. Target Audience Profile
Jeremy likes going to cafes, skating parks and malls with his friends and hanging out. If they cannot meet outside he
likes to connect with his friends over the internet and play games with them. They usually play games that depend on
their teamwork.
He enjoys discussing games that he has completed over the internet or with his friends. He enjoys asking new friends
online after they have played and experienced the same adventure the game has to offer. He is also actively tracking
the big gaming releases and which ones he will buy and play. He likes to read articles online from his favorite studios
and about his favorite games.
His favorite season is winter as he gets to stay at home all day since its cold and play his favorite games all day and
read.

10. Target Audience Profile
Jeremy only uses Facebook and Snapchat as
they are the quickest and most accessible
methods to communicate with his friends. He
is not interested in picture based ones as he
believes they are a waste of time. He
frequently visits gaming forums regarding his
favorite and upcoming games and often enters
various discussions of the forum.
He is comfortable around his group of friends but
is shy when being introduces to a new. Overall he is
an outgoing and easy to talk to person. He also
loves listening to music and watching TV shows
and movies. He is not afraid to express himself and
his hobbies, and voice his opinion. He is calm
person, not very sporty, and he has good general
knowledge on most daily conversational topic. He
excels at in depth gaming conversations.
His most purchased products are computer
games, gaming magazines, various items related
to his favorite games(figurines, bracelets and
necklaces with and important theme from a
game), junk food and fizzy drinks.
His favorite games are the Battlefield series,
Modern Warfare, far cry 3 and Grand Theft Auto
5.

11. Gaming Demographics
As a part of my primary research into statistics about the gamers and what they
wished for in my magazine I have also conducted secondary research about the
demographics of the people in the gaming industry.
After i have analyzed the secondary research I have found out about the average
gaming industry consumers demographics:
• The average gamer is 35 years old, with the average male gamer also being 35 and
the average female gamer being 43 years old.
• The gaming community is 56% males and 44% females.
• The average number of years and average gamer has been playing is 13 years.
• The average of the gamers are 26% are 18 or younger, 30% are 19-35, 17% are 36-49
and 27% are 50+.
• In the US there are 155 million people that play games, every 4 out of 5 households
own a device used for playing games and 51% own gaming consoles in their
homes.
• 42% of gamer play on a regular basis three or more times a week.